Home >Documents >HEALTHCARE DIGITAL 2017 DIGITAL TRENDS ... 2017 DIGITAL TRENDS This year, the digital highlights...

HEALTHCARE DIGITAL 2017 DIGITAL TRENDS ... 2017 DIGITAL TRENDS This year, the digital highlights...

Date post:06-Apr-2020
Category:
View:0 times
Download:0 times
Share this document with a friend
Transcript:
  • 2017 DIGITALTRENDS

    C O M M U N IC AT

    IO N S

    C O N SU

    M ER

    D IG IT AL

    H EA

    LT H C AR

    E

  • 2017: NEW LANDSCAPE, NEW EXPECTATIONS Data and predictive analytics are rapidly evolving how we target customers and develop integrated communications plans that flow seamlessly across channels. Today it’s possible to pinpoint exactly where to find your most likely customers and even know just when to connect with them.

    The one thing the numbers can’t tell you: how to best engage those customers.  

    That’s why we collect trends. Trends show us those shifting customer expectations. They reveal data and clues about changing habits and preferences. They uncover brands that are making unique connections and getting to white spaces first.

    Answering that requires a different set of questions, like... What expectations

    do people have for those channels?

    What do people really want right now?

    What experiences will stand out in increasingly

    crowded spaces?

    NEW YORK

    NEWTOWN

    COLUMBUS

    MONTREAL

    TORONTO

    LONDON

    MUNICH

    TOKYO

    SHANGHAI

    For healthcare marketers there are four types of trends that can reveal new opportunity:

    CONSUMER Expectations created by media, peers and entertainment

    COMMUNICATIONS Shifts in how brands are earning time, attention and loyalty

    HEALTHCARE New realities in accessing, giving and receiving healthcare

    DIGITAL Behavior changes influenced by technology, tools and devices

    inVentiv Health Communications GSW 2

    This year, we worked with over one hundred trend spotters from across the inVentiv Health global footprint to identify the shifts most relevant to healthcare marketers. These trend spotters work on the front lines of our business and bring us insight and clues from across the industry and well beyond it.

    739567394

    C O

    M M

    U N

    IC AT

    IO N

    S C

    O N

    SU M

    ER D

    IG IT

    AL H

    EA LT

    H

    C O M M U N IC AT

    IO N S

    C O N SU

    M ER

    D IG IT AL

    H EA

    LT H C AR

    E

    739567394

    C O M M U N IC AT

    IO N S

    C O N SU

    M ER

    D IG IT AL

    H EA

    LT H C AR

    E

    C O

    M M

    U N

    IC AT

    IO N

    S C

    O N

    SU M

    ER D

    IG IT

    AL H

    EA LT

    H

  • 2017 DIGITAL TRENDS This year, the digital highlights include a big boom in voice

    interaction, unbustable filter bubbles, and crushes on

    curators.  People have stopped listening, started texting with

    their brand buddies, and can’t wait to go live. They’re mixing up

    real and virtual realities, latching onto headlines, and trading in

    their infographics for more meaningful numbers.

    See those trends and more on the following pages.

  • Imagine a world where everyone agrees with you; one filled with all

    the things you like and the kinds of people you like, too. For many of

    us, that world exists every time we go online. The liking, sharing,

    connecting and shopping we’ve done there has taught the algorithms

    that curate content on the web just how to delight and infuriate us in

    all the right ways. The result is a view of the world that is filtered to

    nod along and agree with a user’s every tap or click. In 2016, we saw

    those filter bubbles blamed for driving the momentum to Brexit and

    leaving many Americans saying, I don’t know anyone who is voting

    [for the other candidate]. In 2017, filtering will become a new ethical

    fault line – one that asks people if they can be effective citizens with

    only one viewpoint and demands that companies clarify the line

    between personalization and censorship.

    OVERSTATED. 01

  • BLUE FEED, RED FEED

    To help show just how different the Facebook feeds of liberals and conservatives in the U.S. really are, the Wall Street Journal developed an aggregator of real-time conversations. “By peeking through the looking glass of each party and comparing them side-by-side, the tool shows the striking differences in content curation that emerge just from the news and feeds you tend to “like” and “share.”

    Wall Street Journal, 2016

    EVERYTHING IS TRUE AND NOTHING IS TRUE

    The new media ecosystem “means everything is true and nothing is true. An explanation of climate change from a Nobel Prize-winning physicist looks exactly the same on your Facebook page as the denial of climate change by somebody on the Koch brothers’ payroll. And the capacity to disseminate misinformation, wild conspiracy theories, to paint the opposition in wildly negative light without any rebuttal—that has accelerated in ways that much more sharply polarize the electorate and make it very difficult to have a common conversation.”

    President Barack Obama, 2016

    A BIGGER FOCUS ON FRIENDS AND FAMILY

    Facebook users do not want to miss important updates from friends and family. In response, Facebook is changing their algorithm. Publishers’ content will show up less prominently based on the new changes to the way Facebook’s algorithm delivers news to the more than 1.65 billion users. With 44% of adults regularly reading news content on the site (Pew Research, 2016), publishers will have to develop new ways to reach consumers.

    NY Times, 2016

    DON’T GET TRAPPED

    “Many users get trapped in filter bubbles by accident by engaging with liking, sharing and commenting on content from their favorite websites. Combine this with marketing personalization, algorithmic filtering and ad tracking, and users can easily spend all their time online in a filter bubble.”

    Kimberlee Morrison – Author for Social Times, 2016

    01OVERSTATED. 2017 DIGITAL TRENDS

    inVentiv Health Communications GSW 5

    44% of adults regularly get their

    news content from Facebook

  • Monumental advances in technology have made it almost impossible

    not to accept – and even expect -- the services of the computers all

    around us. They welcome us home by turning on the lights and

    adjusting the temperature to our personal demands. They leap to

    attention to recommend a recipe or reorder a product. Our

    augmented lives are increasingly characterized by our ability to

    delegate to the devices. In 2017, the much-proclaimed Internet of

    Things will continue to inch into our lives, one small servant device

    at a time. Are we becoming gods? Or is it titans?

    TITANS OF THINGS

    02

  • CONNECTED GROWTH

    A recent study by Verizon shows the expansive growth of the network connections of the Internet of Things:

    THE UK’S GOVERNMENT IS ALL IN

    With £9.8 million in funding from the Engineering and Physical Sciences Research Council (EPSRC), the UK government has created a new Internet of Things think tank. This is part of the larger IoTUK fund that has a goal of becoming the forerunner in the field.

    The Inquirer News, 2016

    WHOOP – PREDICTIVE ANALYTICS

    The more metrics a wearable can track the better, right? Whoop is a new wearable on the market that dives deep into both reactive and predictive analytics. Collecting a slew of biometric data desired by athletes, this device also reports how well you recovered during the night. All these abilities come at a premium. For a single user, the service runs $500-$5,000. Monitoring a whole team runs the tab up to $100,000.

    WT Vox, 2016

    THE NEXT INDUSTRIAL REVOLUTION

    “IoT has the potential to transform multiple industries so warrants the description ‘the new Industrial Revolution’ – whilst technologies such as cloud, analytics and security are fundamental aspects of a good IoT implementation, it’s more about the changes in business model that IoT offers many businesses to create new service models and profit streams. This is allowing many small businesses to create competitive advantage.”

    Simon Porter – VP – Commercial Sales, Europe, IBM, 2016

    02TITANS OF THINGS 2017 DIGITAL TRENDS

    inVentiv Health Communications GSW 7

    Verizon Research, 2016

    100

    90

    80

    70

    60

    50

    40

    30

    20

    10

    0

    Healthcare/ Pharma

    26%

    Agriculture

    33%

    Transportation/ Distribution

    49%

    Home Monitoring

    50%

    Smart Cities

    43%

    Energy/ Utilities

    58%

  • Remember that wearable that would count your steps? Or that

    medical device that might remind you to take a treatment? That was

    just the beginning. In 2017 some of our favorites technologies are

    being unleashed! They’re making decisions on their own and

    automatically initiating support, help, and even medication. Using a

    series of rules-based auto-actions, these new tools are set to

    improves lives, safety, and, of course, keep us all better connected.

    MORE THAN MEASURE

    03

  • A REACTIVE VEHICLE

    Thirty-nine car and truck brands are developing vehicles that automatically keep us safer on the roads with these featur

Click here to load reader

Reader Image
Embed Size (px)
Recommended